Orange Chan

Create one compelling reason to buy across countries, channels and languages while building the DTC, logistics, service and first-party-data infrastructure needed to capture growth.

• Before launch: translate market, competitor and user insight into USP, positioning, message house, pricing and key visuals.
• At launch: align product pages, KV/video, creator briefs, PR, social, advertising and EDM around one value story.
• After launch: capture demand through global and regional DTC sites, review reach and conversion, and codify reusable SOPs.

Led brand positioning and identity upgrade, product insight and USP, message architecture, visual content, integrated launch planning, creator/PR/social/media strategy, EDM, DTC conversion, launch cadence and post-launch optimization; built the global website and 16 regional sites, the official social-media ecosystem, and the Facebook customer community from 0→1.

Product and R&D validated functionality; design, video and suppliers produced against my briefs; media, creator, commerce and regional teams executed while I owned standards, alignment, critical approval and review.

The original product entered a commoditized category with fragmented features and no distinctive reason to buy. The opportunity was to redefine the brand and product around an ownable pet-care segment.

• Identify odor, airborne pet hair and allergens as the three most relevant pain points through market and review analysis.
• Recognize long filter life as a high-priority purchase factor and work with the product manager to make a filter lasting up to two years central to the product definition.
• Focus on multi-pet households and lead with odor management, supported by pet hair and allergen control.
• Create the product-marketing name Pawtent and align Amazon listing, video and campaign visuals around one message system.

Led brand repositioning, pet-category research, customer insight, Pawtent naming, value proposition and message architecture; partnered with product management on feature priorities and directed Amazon listing, video and integrated campaign visuals.

Product management owned technical definition and validation; design and video teams produced against my strategy and briefs; Amazon operations and promotion teams executed media and store activity.

Create clear product tiers for distinct household needs in a highly concentrated, commoditized humidifier category—without relying on feature overload.

• HC-13: low-maintenance, white-dust-free entry model for smaller spaces.
• HC-02: CleanCare, leak protection and warm/cool mist for family upgrades.
• HC-05: age-based humidity guidance and child safety for parent-and-baby households.

Led market, VOC and competitor analysis; portfolio architecture, positioning and message houses; and launch promotion strategy across PR, Deal/Affiliate and tiered creator programs, including channel roles, content direction, briefs, cadence, budget logic and critical approval. Also owned content and visual approval for packaging, manuals, listings and A+.

Promotion and Amazon operations executed PR, Deal/Affiliate, creator outreach, on-platform media and daily operations against the strategy; design and suppliers produced visual and video assets from my briefs.

Improve both discovery and purchase by translating specifications into instantly clear reasons to click and buy.

• For Topzee, redesign the main image around 1000W crushing power and portable use to improve search-result click-through.
• For HC-13, turn white-dust prevention, automatic humidity and easy cleaning into a low-maintenance family wellness story that improves listing conversion.
• Structure both systems from core benefit to proof, scenario and maintenance while measuring the relevant funnel stage.

Owned research, benefit framing, main-image and listing strategy, A+ architecture, creative briefs and final visual approval for Topzee and HC-13.

Design teams and suppliers produced against the visual briefs; promotion and Amazon operations executed channel activity and returned performance data.